New internet terms about consumption

1. Knowledge retail

In recent years, in the trend of knowledge payment, the product attributes of knowledge have been more deeply explored and displayed. The producers of knowledge make full use of their knowledge and gain benefits from it; the consumers of knowledge purchase, use and gain benefits.

As a commodity, knowledge is systematically produced, put on shelves, purchased and consumed. This is very different from the knowledge we received in the classroom when we were children. First of all, consumer groups have stronger consciousness, which is more spontaneous learning; secondly, the knowledge itself is more personalized, practical and utilitarian. sex.

Most of the supporters of paying for knowledge come with the mentality of improving themselves or solving problems. Accurately acquiring the knowledge you need and being able to effectively transform knowledge into skills is the best experience for all knowledge learners, consciously or subconsciously. The new retail of knowledge may focus more on the applicability and effectiveness of knowledge for learners, directly address the pain points of knowledge consumers, rediscover the value of knowledge, and redefine the knowledge economy.

The first half of interactive knowledge services based on anxiety healing, head harvesting, and audio breaking has ended, and the second half has just begun. In the second half of knowledge services, knowledge new retail is the most important breakthrough opportunity. Wu Sheng, founder of Scenario Lab, calls these three expressions of new knowledge retail: live streaming leverage, scenario driving, and traffic integration.

2. Consumption upgrade

Ding Lei launched the concept of "new consumption" at a summit.

In his view, new consumption focuses on changes in consumers’ consumption outlook and consumption behavior. "In the past, everyone was looking for how to buy something. Now everyone is looking for how to buy something better and of higher quality." This concept is more in line with the consumer psychology of today's young people.

With regard to consumption upgrading, there is a very common misunderstanding in the current market, which is that consumption upgrading is simply equated with price increases. It is believed that only the products consumers buy are becoming more and more expensive, and the brands are becoming more and more famous. Only when consumption is upgraded.

The younger generation pays more attention to emotional value elements. They have higher standards for convenience, quality and variety, and are relatively less sensitive to price. Consumer demands are becoming more personalized, high-quality, differentiated, and refined. They have higher requirements for the quality of life, and more emphasis is placed on the good experience of services.

3. Sinking market

To put it simply, the sinking market refers to user groups ranging from third- and fourth-tier cities to rural towns, which is also called "non-market" by the media. mainstream” market. All incremental markets have a life cycle. The greater the dividend, the shorter the dividend cycle. This is due to China's typical market competition environment.

Since China’s reform and opening up, the total number of people with university diplomas has not exceeded 80 million, accounting for only 4-5% of the total population. All this seems to indicate that there will be unlimited space and markets in the future. From Pinduoduo to Kuaishou to Qutoutiao, there are so many outlets for the sinking market that it has begun to be subdivided, extending from the e-commerce field to the video field. In the future, there will be more There have been outbreaks in many areas.

4. Internet celebrities bring goods

In the early days, Internet celebrities sold goods by investing in people rather than raising people. Internet celebrities all like two elements: sex and curiosity. Directly stimulate the user's senses, trigger large traffic for a certain period of time, and then display the cooperative brands or products.

Today’s Internet celebrity is no longer a living person, but a symbol or persona (character setting, every word and deed on the Internet and in the media plays a specific role).

The interaction between Internet celebrity e-commerce companies represented by Zhang Dayi and consumers is a continuous interaction. Through constant trial and error, each other understands each other and forms an identity. Internet celebrity e-commerce companies make full use of the platform advantages brought by the current Internet and continuously output personalized communication content through complex and diverse interactions.

5. Consumption stratification

Consumption stratification is the intensification of the separation of different classes of groups. Due to the vast territory, the living habits of people in different regions vary greatly, and the population base makes the separation of different classes of groups in the same region even more obvious.

Consumption stratification is the extension and manifestation of social stratification in the field of consumption or symbolic field. In contemporary urban society, three types of consumption, including conspicuous consumption, fashion consumption, and entertainment and leisure consumption, have become the main consumption types of urban residents. The stratification phenomenon they exhibit has become increasingly obvious, becoming the main manifestation of consumption stratification.

With the continuous expansion and improvement of leisure tools (media, measures), coupled with the diversification and marketization of entertainment and leisure acquisition methods, communication methods and participation methods, entertainment and leisure consumption has become an important part of urban social life.

6. Single economy

They are representatives of self-enjoyment and actively choose to be single in order to enjoy life. Compared with married people, they are keen on consumption and indifferent to saving. They have a strong sense of self and feel good about single life. Words like "high education, high income, high pressure; busy work, fun, and high expectations" are exactly the characteristics of this group, and they are also the most worthy of attention for smart businessmen who want to make gold in the "single economy" wave.

In addition to the continued prosperity of single apartments, high-quality single dating websites and clubs, commercial insurance that emphasizes the concepts of "living security" and "risk prevention", as well as financial insurance with education and pension as the core should all It is the counterpart product of "thinking what they think". Carrying forward these concepts is undoubtedly an emerging market worthy of great efforts to cultivate.

7. Social currency

Social currency is the consumption of knowledge reserves by two or more individuals in society before they can gain a sense of identity and connection. Or rather talk about it. Internet celebrities are social currency. Most people in life are shy to express their opinions and emotions, but Internet celebrities are more expressive. Their funny lines and exaggerated performances actually express their inner OS for everyone.

Internet celebrities turn themselves into social currency and buy the support of fans.

Craftsmanship is social currency. Most creators are not social, but the works they create using their own skills (composition, writing, photography, cooking, handicrafts, etc.) are scarce social currencies. Audiences can connect with creators through works, and can also use works as social currency to purchase other people’s attention, comments and likes.

This is a social society. Internet tools have successfully extended the social foundation to games, e-commerce, and travel.